New Zealand Targets Illegal Gambling Influencers amid Regulatory Reforms

The New Zealand government has initiated an unprecedented crackdown on social media influencers marketing unregulated offshore online casinos, warning that offenders could face significant fines if they fail to remove illegal content. This initiative is part of a broader push to regulate New Zealand’s online gambling industry and make it illegal for offshore operators to offer their services without a license.

Offenders First Receive a Warning

According to a recent Radio New Zealand report, the country’s Department of Internal Affairs (DIA) has issued its first-ever takedown notices to influencers actively advertising offshore gambling operations. Director of gambling regulatory services Vicki Scott pointed out that influencers regularly use live streaming, promotional giveaways, and direct website links to online gambling, which is illegal under the Gambling Act.

If the offending influencers fail to comply, they could face fines of up to NZD 10,000 ($5,720) per breach. Since every unlawful ad is considered a separate violation, fines could mount rapidly. So far, the DIA has issued four warning letters and is investigating at least 13 more influencers for suspected breaches of gambling law.

We’ve been investigating this, and we will be taking actions in relation to those influencers who are very publicly and clearly breaking the law.

Vicki Scott, director of gambling regulatory services

Despite the government’s swift actions, some advocacy groups argue that the government’s approach has been overly lenient. The Problem Gambling Foundation has called for immediate fines rather than just warnings, arguing that authorities must send a clear message that such practices violate the law and will not be tolerated.

New Zealand Presses On with Gambling Reforms

Gambling operators deliberately targeting Māori communities have raised additional concerns as some offshore companies have enlisted Māori influence to market their services. Ministry of Health data indicates that these communities are three times more likely to experience moderate-risk or problem gambling than non-Māori groups.

The blatant targeting by these casinos who are using Māori influencers is just appalling.

Andree Froude, Problem Gambling Foundation spokesperson 

This crackdown aligns with the New Zealand government’s ongoing gambling regulation overhaul. Internal Affairs Minister Brooke van Velden announced that the country will adopt a licensing regime, allowing up to 15 regulated operators to offer legal online wagering. The new market should launch in February 2026.

Under New Zealand’s updated gambling legislation, unregulated operators can face fines of up to NZD 5 million ($2,86 million). The crackdown on influencers aims to underline the dangerous nature of such operations. Black market platforms often offer insufficient customer protections and can even withhold payments. While advocacy groups have called for even stricter measures, lawmakers have so far opted for a more nuanced approach, balancing consumer safety and stakeholder interests.